英语广告中语义双关的功能和翻译_英语论文

The Functions and the Translation of Puns in Business English Advertisements

摘要

随着改革开放的深化以及中外文化间的频繁交流，英语广告逐渐在中国广告市场中占据重要地位。英语广告中双关语的使用是的其更加吸引人。广告双关语是一种特殊的修辞言语，只有在恰当合适的理解基础上才能很好地利用它为广告服务。为使广告译文保留原有的魅力，需要考虑源语的修辞手段，文化要素等，并采取适当的翻译方法呈现英语广告的魅力。

双关语不仅是在文学作品中，而且在实用文本中都经常使用的修辞手法，例如广告语。广告语中的双关语能营造幽默、吸引注意力、增强说服力，这正与广告语的要求一致。英语广告中双关语的翻译并不容易，因为涉及到语言和文化的障碍。本文致力于分析广告语中双关的功能以及常用的广告语中双关的翻译方法。并在考虑双关语的自身特点及广告文体风格的基础上，提出了直译法，意译法和注释翻译法等可能解决措施，探讨了英语广告双关语的翻译技巧。

关键词:广告；双关；功能；翻译方法

Abstract

With the deepening of reform and opening up, as well as the frequent exchanges between Chinese and foreign culture, English advertising has taken an important position in Chinese advertising industry. Besides, the use of pun in English advertising makes it more attractive. Pun, as a special style in advertising, can be used to serve advertising only when it is understood in a proper and correct way. To make English advertising maintain the original charm in Chinese translation, the rhetorical devices, cultural elements, etc. need to be considered and proper translation methods should be adopted to represent the charm of English advertising.

Puns are most frequently used not only in literary works but also in practical texts, like advertising. Puns in advertising can create humorous effects, attract audience’ attention and add persuasive force to the message, which is consistent with the requirement of advertising. The translation of pun in English advertising is not so easy since there are linguistic and cultural barriers. This paper aims to analyze the functions of puns in English advertising and figures out some translation methods that maybe effective in pun translation in advertising. And considering the characteristics of puns and advertising style, on the basis of put forward the method of literal translation, free translation and annotation translation methods, probe into the translation skills of pun in English advertising.

Key words: advertising; puns; functions; translation methods

Contents

1 Introduction 1

2 Puns in English Advertising 2

2.1 Definition 3

2.2 The Classification of Puns in English Advertising 3

2.3 The Functions of Puns in English Advertising 5

3 Translation of Puns in English Advertising 7

3.1 Difficulties in Translating Puns 7

3.1.1 Linguistic Difficulties 7

3.1.2 Cultural Difficulties 9

3.2 Strategies for Translating Puns in English Advertising 9

3.2.1 Literal Translation 10

3.2.2 Free Translation 11

3.2.3 Annotated Translation 12

4 Conclusion 13

References 15